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Apple put its iTunes music in the cloud and soon it may be doing something similar with its movies. A rumor from the Wall Street Journal suggests the company is in talks with Hollywood about a movie streaming service.

Unlike iTunes music which syncs tracks via the cloud and not stream then, the movie service would let users buy a movie from iTunes and then stream it to their iOS device. Apple spokeswoman Trudy Muller would not comment on this rumor, but the time is right for Apple to jump into movie streaming.

Netflix is struggling to balance its streaming and DVD business which could open an oppourtunity for another service to steal market share. And Hollywood seems interested in licensing its content. Other streaming services like UltraViolet have been successful in securing licensing agreements from movie studios and, if they can do it, Apple should be able to do it, too. [Wall Street Journal]